The Challenge

Evaluate the current user experience of the JCB site, and pinpoint areas which could be improved, whilst also paying particular attention to how we could introduce design ideas to improve JCBs core KPI’s - Finance quotes, brochure downloads & dealer searches... in two days. Although i didn't have much time to work on it, I really enjoyed this project as it was challenging and pushed me out of my comfort zone.

The Homepage

I wanted the homepage to bring JCB’s brand to life, whilst also providing a flexible layout that can adjust based on the users needs. This involved;

• Creating flexible signpost modules which can become more conversion focused as users start to engage with the website
  
  
• I streamlined the navigation to become more industry focused allowing users to easily self satisfy
  

Landing Pages

I wanted to create dedicated ‘content hubs' for different audiences which would recommend the best products to meet the needs of their industries.

• I created dedicated industry landing pages where the tone of voice can be adjusted to speak to different audiences
  
• As we knew a lot of users would land here via search, I also raised the visibility of JCBs finance options early in the CX journey
  

Search Experience

Search was another area we felt could be improved. Here we turned the search function into an immersive full screen experience which provides users with search suggestions. We also;

• Treated the search experience as a full screen experience allowing users to focus on the task at hand 
  
  
• Provided users with a set of search suggestions prior to searching which can be curated based on user behaviour as well as internal business drivers 
  
  
• Provide users with a set of smart suggestions as they type which can improve task completion speed and accuracy